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The Truth about Plan A

Posted: November 20th, 2008, 9:02am CST

Earlier this week, in a post about eco-friendly businesses, Marks and Spencer, which has a large scale eco-friendly initiative, “Plan A”, was said to be abandoning the plan. We’ve since heard from the UK headquarters of Marks and Spencer and learned that this is absolutely not true; that it had been incorrectly reported as such (and then retracted the very next day).

So in setting the record straight, and we must, let’s take a look at Plan A - it’s far reaching and impressive; clearly a model for corporate social responsibility.

Straight from the source:

Plan A is our five-year, 100-point 'eco' plan to tackle some of the biggest challenges facing our business and our world. It will see us working with our customers and our suppliers to combat climate change, reduce waste, safeguard natural resources, trade ethically and build a healthier nation. We're doing this because it's what you want us to do. It's also the right thing to do. We're calling it Plan A because we believe it's now the only way to do business.
There is no Plan B.

A recent M & S report card on the Plan’s progress states that 20 of the plan’s 100 commitments have been completed thus far with 75 underway - they are almost mid-way through the 5 year Plan.

There are way too many initiatives to mention, but here’s a sample from each of the target areas of their program:

Climate change (aims to make operations in the UK and Republic of Ireland carbon neutral) – They launched an energy service that sells gas and electricity to their customers in partnership with an energy firm; incentivising customers to use less energy by offering a £15 M&S voucher to anyone reducing their annual energy use by 10%.

Reducing Waste – All profits raised from a 5p charge for single use food carrier bags is donated to an environmental charity that supports greener living spaces projects to improve neighbourhoods across the U.K. Over £500,000 has been raised so far.

Safeguarding natural resources (ensuring their key raw materials come from the most sustainable sources available) – They have used over 25 million recycled waste plastic bottles to make polyester; used in their homeware and bedding and garments – and re-usable shopping bags.

Trading ethically – They became the first retailer to provide dairy farmers with funding to help them meet requirements of new legislation designed to reduce the impact of dairy farming by-products on the environment – as part of their Milk Pledge, M & S pays one of the highest prices of any major food retailer to their dairy farmers.

Building a healthier nation – They have completed the removal of artificial colours and flavourings from their entire food and drinks range.
Waiting for Service - Is it Worth the Price?

Posted: November 19th, 2008, 8:00am CST

I was rereading some research that our company conducted on wait times this past summer. It noted that 86% of Canadians leave a store because they are frustrated at waiting for service. Of these, 70% told others of their negative experience. This Christmas season, it appears that many consumers are going to shop based on price. Does the experience still matter?

Yes. Price may bring consumers in, but poor service and unhelpful staff will prevent them from coming back. Instead of merely building traffic or pushing price stories, we need to consider a broader customer experience.

Marketing involves the entire range of consumer interactions. Sometimes we forget the human dimension of the purchase decision, that dimension delivered by the sales person. One of the most cost effective tools is education and training. Long overlooked by marketing or considered an HR or Sales responsibility, learning how to properly represent and sell products is critical. The point of interaction between the consumer and the sales person can be the strongest brand message of all.

I feel that the last four feet, that distance between a consumer and sales person, is a key opportunity to increase sales. If that in-store person does not support your brand message, all of your marketing efforts are for naught. Sure there will be a lot of price driven consumers this holiday shopping season. But are we ready to gamble that price is the only purchase or repurchase consideration?
Economy Trumps Environment

Posted: November 18th, 2008, 8:00am CST

Marks & Spencer, one of the UK's largest retailers, is set to move away from their environmental initiative, Plan A - Because there is no Plan B. Plan A is a five year plan that M&S has developed to hold themselves and their customers responsible for climate change, waste reduction, building a healthier planet, and ethical trading. They initiated this program in response to the public's demand for businesses to be held accountable for their actions. Over the past year, M&S has spent a considerable amount of pounds developing Plan A. Over the last few months however, while leading economists predict that the UK will be hardest hit by the economic downturn, the retailing giant is focusing more on price reduction than their Plan A initiative. The economy has trumped the environment for now, and it's hard to say whether that's a good or bad thing at the moment.

Here in Canada, Heather Reisman, CEO, Indigo Music & Books Inc., has recently launched Pistachio, a green-conscious shop she hopes to expand nation-wide over the coming months. Reisman has herself admitted this might be a tough endeavour given today's economy. My recent visit to the nut-hued shop proves otherwise. It was busy and bustling with no shortage of money exchanging hands. Not only is the shop Bullfrog-powered, but everything you buy is environmentally friendly. The products, mostly cards, wrapping paper, and other paper-based items are flirty, friendly, and unique. You want to buy them, and I'm not sure it has anything to do with the environment, that aspect is but a massive by-product.

It seems that Pistachio has found a niche market - customers unaffected by these turbulent times. People willing and more importantly able to part with money for a cause. And that statement right there does not sit well with me. Our children's children, whether they be rich or poor will feel the effects of how we've managed and marketed the environment over the next few years. At the moment, it seems to be a trend that only certain people can follow, let's hope this is not the case for much longer.
Who is Brent Bauer?

Posted: November 17th, 2008, 7:00am CST

Just last Friday I got home from work and there was a voicemail left on the phone. "Would Sulemaan Ahmed please call Brent Bauer at (905) 416-2008." Brent Bauer? I knew of a Jack Bauer but I highly doubt he would ever call me. I sure didn't know of any Brent Bauer.

My wife wondered was it yet another telemarketer? I called and it was a pager number. My wife wondered if it was some kind of scam? Candidly, the same thought crossed my mind. So I entered my phone number at the pager prompt (been years since I've done that) like I was typing in nuclear launch codes. I wondered who this Brent Bauer guy was.

Minutes later the phone rang. "Brent Bauer here." I identified myself and said he left a message for me. He said he was a paralegal and said that I had a court date today where I was supposed to fight a traffic ticket. Damn. I had forgotten all about it. Now I would have to pay a fine and my insurance premiums would go in the opposite direction of my stock portfolio.

Rewind to about 10 months ago and I was up late for a product launch. I made the mistake of driving home while sleep deprived. I got into an accident and it was entirely my fault. I made no excuses and took full responsibility. To this day I feel bad for inconveniencing the other driver who was very gracious about the whole thing.

Upon the advice of one of Peel's finest, the police officer on the scene suggested it wouldn't hurt to fight the ticket in order to avoid increased insurance premiums. So I enlisted X-Copper Legal Services to fight the ticket on my behalf. Good decision, right? Unfortunately no and I was now out $250 and hadn't had my day in court yet.

Fast forward to the present. I'm on the phone with Brent Bauer and he asks me about my court hearing that I missed. I was expecting him to say something like "Well you should have hired me pal" or "Well if you pay me $x I can fight it on appeal." Instead, he tells me that he is a para-legal and he was in court today defending other clients when my name got called up.

The good news was that the police officer and other witnesses didn't show up. The bad news was that neither did I. So Brent (he insisted on the phone I called him Brent as "Mr. Bauer is my father") asked the prosecutor to see my file. When he saw that I was supposed to be represented by X-Copper and I was not there he agreed to represent me pro-bono. He got the charge dismissed. Therefore no fine. Therefore no insurance premium increase. I was stunned.

He had simply called me to tell me so that I could notify my insurance company so my premiums didn't go up. I asked if I could pay him. He declined and said he did it pro-bono. I asked Brent if I could buy him dinner. He declined again as that would be akin to payment. He said that he wanted people to know not all para-legals were bad since so many people were burned by X-Copper.

I asked if he had a favorite charity and he said the Toronto Food Bank. I told him I'd make a donation in his name as it was the least I could do. He said to make any donation in both of our names.

I told Brent that I planned to write this post and asked if he had an email or website which I could refer others to. Not much but the least I could do. He said he was old school and didn't have a computer. He went about building his business the old fashion way through referrals.

So I'm happy to provide one for him here as well. If you ever need to fight a traffic ticket please contact Brent Bauer in the evenings at home at (905) 832-3948.

The man is a true professional and we all (myself included) could learn a thing or two from him. That is who Brent Bauer is. And let me tell you Jack Bauer has got nothing on him.
2009 B-to-B Reputation Management Trends

Posted: November 14th, 2008, 8:00am CST

Marketing is much like music; riff on the same thing for too long and you run the risk of being tuned out. This is certainly true in the world of reputation building, whether it is customers and prospects tiring of the same messages, or the rest of the organization tired of trying to understand the impact of your activities on the business. Here are five critical reputation issues that b-to-b organizations should tackle head on in 2009 to make sure they continue to get through loud and clear.

1. Link Reputation to Demand Creation. While many reputation activities have an impact on brand perception, customer loyalty and market awareness, their value is often minimized by executives looking for a direct tie between these activities and revenue. In the highly complex, elongated sales cycles that define the b-to-b world, linking reputation to revenue is fruitless. Instead, the most effective way to demonstrate impact is to ensure that a significant portion of reputation activity is linked to the creation of demand. The communications activities that typically seed the ground for demand creation most effectively fall into the Reputation/Demand Convergence Zone. These activities – both traditional and new/social in nature – are most effective when aligned with buying cycle phases and buyer roles, efficacy that can be tracked by measuring conversion rates at the top of a demand waterfall.

2. Social Media Arrives. You can’t read any article on marketing these days without hearing that your organization needs a blog, you should be podcasting, and building a community for your customers and stakeholders is a must. Although only 25% of b-to-b organizations have a clearly outlined social media strategy according to our research, close to 60% are experimenting with it. Social media may be here to stay, but that doesn’t mean that every organization is well-prepared to reap its benefits. Many social media concepts are now being so bandied about that they’ve become cliché, whether it’s that social media can help your organization align with your customers or put you in touch with the pulse of your marketplace. Unfortunately, such pronouncements offer no concrete action items or measurable return, tending to instead focus on the “cool factor.” Social media can be an effective channel as the focus moves away from a strict outbound marketing focus (with an accompanying need to cede some control to users), but communications executives must remember four key watchwords in conjunction with any social media effort: strategy, frequency, consistency and transparency.

3. Traditional Doesn’t Mean Dead. While social media continues to dominate headlines, neglecting traditional channels will result in an incomplete reputation strategy, especially when it comes to markets slow to adapt to new technology. We must continue to use different delivery mechanisms to reach different targets, and revisit current approaches as additional targets are added to the mix. Some targets will only read trade publications and online industry or analyst sites, while others get most of their information from a social network or online community of their peers. By understanding the buying processes of prospects and customers – including the audiences that make up these processes and how they prefer to shop – is the best method to understand what the communications mix should look like.

4. New Reputation Measures. Many organizations attempt to track a wide portfolio of reputation metrics, from Web analytics to clip counts and analyst touches. I believe it’s critical to shift the focus to key performance indicators (KPIs), major measurement families that truly give organizations an idea of how reputation activities are impacting the business. Core reputation KPIs include market awareness, share of voice, market tone, brand image/awareness and influencer impact, all of which can be indicators of how well the ground is being seeded for demand creation activities to take place. While some may consider it “old school,” surveying remains an effective means for gathering external and internal feedback to establish your reputation strengths and weaknesses. Measuring media placement will also not disappear but needs to be recast in a KPI light. KPIs are also important for measuring the impact of social media. While quantitative metrics regarding social application visitors, comments and feedback may be important, they’re really nothing more than glorified Web metrics and by themselves may be conflicting. Pick performance indicators that are relevant to the application of a particular category, and that can also determine its true impact. Take communities as an example: While we can easily measure who and how many times a user visits and posts, more meaningful measurement tracks the actual awareness it generates, its impact on customer support costs and renewals (for an external community), or the level of peer interaction and knowledge sharing (for an internal community).

5. A New Vendor Model. Many b-to-b organizations rely on outside agencies for some or all of their creative, advertising, public relations and analyst relations activities; the importance of linking these activities to demand creation means the profile for agency selection and success must change. In addition, while many communications providers have added capabilities to support the expanding field of social media, new providers have emerged that focus solely on such applications. Should an organization stick with their established provider and add a social media one, or should they look to contract with a hybrid agency that has expertise both with new and more traditional communications channels? In the end, decisions come down to your ability to manage multiple vendors versus the perceived benefit of standardizing on one hybrid provider, but you must have a vendor in your mix that understands the importance of the reputation/demand creation link. In 2009, expect to see the emergence of more hybrid agencies that have strong experience across both social and traditional media, rather than just tacking on new communications channels to their traditional business offerings.

In a down economy, budget dollars are continually under scrutiny. While the marketing organization overall is often in the crosshairs, the communications function is especially vulnerable given its cost center perception and often shaky ability to determine return on investment. The most effective way to combat this view is to demonstrate the impact of reputation efforts on demand creation, but this constitutes a shift in the way that many communications staffers are traditionally used to executing and measuring. This convergence of reputation and demand creation, and tracking the results to prove it, should be a top priority for 2009, or you can be sure that these resources will be at the top of the list whenever cost-cutting measures are implemented.
A Call to Action

Posted: November 13th, 2008, 8:00am CST

My great thanks to Pat for bringing this video to my attention. I’ld like to share it with you as it's an amazing tour-de-force crafted to mobilize the Obama vote on election day. I think marketers can learn much from it.
Have a look...

Is it any wonder the 2008 US presidential campaign will be studied for years?

In case you weren't counting, there were 12 spots totaling 47 seconds out of this 97 second video devoted to delivering a 'personalized' message based on the input of three pieces of information, my first/last name and my email address. For anyone still sitting on the fence about the power of social media...

It showcases a highly sophisticated level of on-the-fly personalization that just a few years ago we were touting as major capability enhancements in the lettershop and email trades. I wonder how many months before we have the capability to stitch together a complete narrative (opening #1, Paragraph #3, offer #5, call to action #2, closing #8) tuned to what the CRM profiles or BT algorithms indicate our customers are most receptive to seeing/hearing - the birth of video messaging beyond the mass messaging video banner ads. But that's a discussion for another day.

What REALLY excites me about this video is its powerful “Your choice makes a difference" message.

That call to action got me to thinking of what success might be had if we applied a similar personal video tactic directed to brand purchases and major retail events. For example:

Christmas: Because you shopped at HBC(Sears), the cherished Christmas morning family moment will be perfect.
Valentine’s Day: Women around the world rally in protest against the 'inadequacy', some even call it a mockery of the Valentine's day gift from their significant other.
RRSP season: This is what your retirement life may look like if you plan today.

Obviously I'm not a copy writer - but I hope you get the point I’m trying to make. We are so busy promoting the price point and the "buy now" call to action, that we forget to communicate the impact of our customer’s decision to buy or not buy the brand in concrete "Visualize the End Result or Benefit"
(VERB) ways.

Taking this up a couple of notches, we can infuse an even stronger call to action by linking brand purchase events with trickle down community benefits, in what I call “Share of Life” marketing. Perhaps it’s a perception bias, but I truly think with the interconnectedness brought about by social media and the economic fallout from “Wall Street” onto “Main Street” - that consumers are looking for more community leadership from our brands.

Whichever path you choose, I hope you appreciate the power this personalized video/call to action approach can have in adding relevancy to brand purchase events ....and if you decide against it at least you've gained a peek into the near future.

Cheers
Miro
Time to Call-aborate

Posted: November 12th, 2008, 8:00am CST

The new Do Not Call Legislation sends a strong message to companies to re-examine howthey do business with their customers. The days of unsolicited cold callshave been eliminated and professional marketing companies now need to focus their efforts on permission-based marketing techniques to acquire new sales more than ever.

This has been somewhat of a mixed blessing for direct marketing professionals. In the environment of a test and learn mentality, an ongoing challenge is the exploration of new collaborative methods and test vehicles for their business. Key drivers of these initiatives include exploring new methods of reaching customers in the on-line environment including directing more people to on-line websites, targeted email campaigns and/or personalized URL's (PURLs). Using these approaches either together or in part is definitely an advantage for those companies who have their own internal sales teams or call centres. Typically, sales teams have been an outbound group but have now been challenged to reinvent their contributions on daily processes to speak as inbound reps. The new focus is specifically on either existing customers to up-sell them or prospects who have made inquiries which will now allow the reps to speak to these prospects with the goal of closing sales.

Regardless of the products sold - these methods generate new sales, increase a company's brand awareness and will easily highlight those companies that are taking this strategy to a whole new level of customer care. The result in part of a company's reputation actively pursuing this strategy will be one that is personable, respectable and environmentally-responsible which will definitely result in win-win situation for both the customers and the business.
What if it were, "www.The-CMA.to" or "www.The-CMA.thecma"?

Posted: November 11th, 2008, 8:00am CST

ICANN, a government-appointed organisation in America has proposed releasing more "domain suffixes" (ie: above and beyond ".com" and ".co.uk"). As noted on the ICANN website, there are currently only 21 top-level domain names in circulation and with so few, they are quickly running out of website addresses.

In the proposal they suggest using domain names that are specifc to geographic regions; for instance, a site from Toronto might end with ".to", or those based in New York City could end with, ".nyc." This is an excellent idea, especially for search engine companies, regional websites, and micro sites. Imagine if you were looking for an indian restaurant in London; rather than using "Google.co.uk" and searching all of Britain, you could search "Google.ln" for Google London.

As with anything however, there's a glitch. ICANN is suggesting using company names as domain suffixes. It may not be too long before we are searching, "www.Yahoo.yahoo." There are a couple of problems I can see immediately; one, it's way too long; two, what happens if a company doesn't claim the domain name, and phishing schemes skyrocket? ICANN insists that strict guidelines will be in place to avoid this, but inevitably, with the mad rush to claim new domain names once they are released, something will fall through the cracks.

There is already so much companies and organisations must do to protect their brand name and identity. Adding company names as suffixes will only serve to make this a more difficult task and may possibly alienate customers further.
How to make the most of seasonal e-marketing without alienating your international consumers

Posted: November 10th, 2008, 8:00am CST

Christmas is usually a prosperous time for e-marketers. However, since the holiday season varies according to certain countries, those companies marketing in overseas countries ought to be aware of how to encourage the holiday spirit without exploiting overly West-centric Christmas imagery.

Below we’ll look at how the holiday season varies according to certain countries, and how best to incorporate this into an online Christmas marketing strategy for overseas markets.

China

Paper lanterns and tangerines are used as Christmas decorations in China. Though it is not an official national holiday, many Chinese enjoy getting into the ‘Christmas spirit’. The main “Spring Festival” takes place toward the end of January. It is a time when children receive new clothing and toys, ancestors are worshipped, and everyone eats luxurious meals. Red is often seen at Christmastime in China, because it is associated with celebration.

Brazil

South of the border, Christmas takes place in the dead of summer. For this reason, Papai Noel (Father Christmas) wears silk clothing. According to Brazilian tradition, Papai Noel lives in Greenland. In the Brazilian nativity scene, shepherds are replaced by shepherdesses and there is a gypsy who attempts to steal baby Jesus. Festivities go on in Brazil until January 6th, which is known as Three Kings Day.

Russia

The Russian orthodox Christmas is not celebrated until January 7th. St. Nicholas was the traditional Russian version of Santa Claus. He was, however, replaced during the Soviet regime due to the suppression of religion. The figure who took his place was Grandfather Frost, who is the Russian spirit of winter. Grandfather Frost brings gifts on New Year’s, which became a more celebrated holiday than Christmas.

India

Christmas Day in India is called 'Bada Din' (Big Day) in Hindi, and is a national holiday, celebrated very differently across the subcontinent. Christians in the south often light clay lamps on the rooftops and walls of their houses. Christians in the plains decorate mango or banana trees at Christmas time. Houses are decorated with mango leaves. Hectic shopping takes place as everyone buys new clothes and exchanges gifts for the Christmas festivals.

The Czech Republic

In the Czech Republic, the Santa Claus figure is known as Svaty Mikalas. He is believed to climb down to earth from heaven on a golden rope along with an angel and a whip-carrying devil. Many Czech children believe that baby Jesus brings Christmas gifts to them. Unlike Santa Claus, baby Jesus is a rather abstract figure with no particular physical image attached to him. He does, however, receive wish list letters from Czech children before Christmas.

Spain

The Spanish enjoy celebrations on Christmas Day, New Years, and Three Kings Day (January 6th). The Spanish believe that wearing red underwear on New Year’s Eve brings good luck. They also eat 12 grapes (one for each chime of the clock) at midnight, which they believe will start the year with happiness. Three Kings Day celebrates the Wise Men. Many Spanish children receive their presents on this day.

Germany

Many Germans believe that the Christ child appears as an angel called Christkind. German children leave letters for him on the windowsills. Christkind sends a messenger on Christmas Eve called Christkindl. Christkindl is a beautiful fair-haired girl with a shining crown of candles who pays a visit to each house carrying presents. Advent wreaths are put tables with candles in the centre. One candles is lit each Sunday, with the last one lit on Christmas Eve.

Iran

Christmas in Iran is called the Little Feast. A great fast is observed starting December 1st until the 25th, during which no meat, eggs, milk, or cheese is eaten. This is observed as a time peace and meditation, when church services are frequented. The boys and girls of Iran do not tend to believe in Santa Claus, and they do not usually exchange gifts at Christmas. However they do receive new clothes, which they wear during the Christmas week.

Internationalising your Christmas e-marketing strategy

If you want to take advantage of the ‘holiday spirit’ in your international customers, it’s a good strategy to incorporate their cultural holiday traditions. For example, a site aimed at Chinese customers could make good use of the colour red. Those targeting Brazil or Spain would do well to continue their Christmas marketing strategy until January 6th, while those targeting Russia might not even want to start their Christmas marketing until the beginning of January, keeping with the later date of Russia’s Christmas. German-targeted sites might incorporate the Christkind and Christkindl imagery.

There is, of course, much more to Christmas holiday traditions than the summaries incorporated into this article. Some further research into your target markets could reveal some key Christmas marketing tools.

Good luck and happy holidays from your global SEO friends at www.obanmultilingual.com
Bears, Bulls and Mobile Marketing

Posted: October 31st, 2008, 9:00am CDT

Despite widespread uncertainty in the economy in general, it seems to be a bullish time for the mobile sector. Several announcements in recent weeks indicate ongoing optimism about continued growth and increased opportunities for marketers using the mobile channel.

• Leading mobile advertising network AdMob has secured $15.7 million in funding from Sequoia Capital. This is the same Sequoia whose CEO recently gave a presentation on the downturn in the digital space entitled .
• RIM has announced an application store for 3rd party developers to build apps for the Blackberry a la the iPhone app store (which itself has seen over 200 million app downloads so far).
• Mobile web results are showing returns that are outperforming the internet. And there's lots of traffic there too: AdMob serves 5 billion mobile ad impressions, while Yahoo has 20 million unique consumers every month in the U.S.
• 8.9 billion SMS messages were sent by Canadians in the first half of 2008 compared to a total of over 10 billion for all of 2007.

Okay, so there’s your optimism for continued growth. What does all this mean for marketers who are likely to be asked to trim budgets and be placed under increased scrutiny to deliver positive campaign ROI?

The Self-Selected Consumer
As mobile marketing is permission-based pull marketing, all of your interactions are with a self-selected consumer. They’ve taken the first and most important step of actively volunteering to participate with your brand.

Responding to an SMS call to action, downloading a widget, mobile coupon or ticket, clicking through on a mobile display ad or visiting a mobile internet site all require the consumer to ‘opt-in’ to your brand message and experience. What that means is higher brand recall and the opportunity for easier conversion of purchase intent or marketing message acceptance.

Responsiveness & Relevance
One of the great strengths of mobile is the ability to deliver situationally relevant information to consumers at the point of interaction with your media executions. You have to capitalize on the consumer’s self-selection.

Instant gratification via SMS contests is the low-hanging fruit but you can also use SMS tips & trivia or voting interactions, IVR calls or MMS content to create an extended brand experience.

Smartphone platforms such as the Blackberry or iPhone take this one step further with location-based services, Google Maps mash-ups, streamed content and the easy delivery of mobile coupon solutions. And with higher than normal click through rates, mobile advertising conversions to specially designed mobile internet sites offer great content delivery solutions.

Measurement
The ability for marketers to track campaign effectiveness in the mobile channel is robust enough to warrant a lengthy post of its own, but consider the following scenario:

A retailer has a SMS call to action integrated into their media. Different media executions (whether by media type or place) have their own keywords. Consumers entering the keyword are delivered a SMS with a link to a mobile internet site where they can download a mobile coupon. The mobile site also contains brand content, sign up for future brand/product info and a store locator with mapping features which could tell Smartphone users the closest retail location to them. That downloadable coupon is tagged with a unique identifier which will be validated at the point of redemption.

You now know when the consumer interacted with the media and conversion rates to site visits/downloads, which media generated more interactions & interactions by time of day, mobile site page views, types of handsets consumers are using to visit your site, the # of coupon downloads, conversions to purchase and purchase value per consumer.

Best of all, you’ve delivered highly relevant information to a qualified consumer and converted that to a verifiable sales lift.

That’s why I’m bullish on mobile.

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Canadian Marketing Blog - Canadian Marketing Association (10 unread)

The Truth about Plan A

Posted: November 20th, 2008, 9:02am CST

Waiting for Service - Is it Worth the Price?

Posted: November 19th, 2008, 8:00am CST

Economy Trumps Environment

Posted: November 18th, 2008, 8:00am CST

Who is Brent Bauer?

Posted: November 17th, 2008, 7:00am CST

2009 B-to-B Reputation Management Trends

Posted: November 14th, 2008, 8:00am CST

A Call to Action

Posted: November 13th, 2008, 8:00am CST

Time to Call-aborate

Posted: November 12th, 2008, 8:00am CST

What if it were, "www.The-CMA.to" or "www.The-CMA.thecma"?

Posted: November 11th, 2008, 8:00am CST

How to make the most of seasonal e-marketing without alienating your international consumers

Posted: November 10th, 2008, 8:00am CST

Bears, Bulls and Mobile Marketing

Posted: October 31st, 2008, 9:00am CDT